![Cover image for [adidas: Instagram + Activations] adidas Korea: Turning Offl...](https://media.contra.com/image/upload/q_auto:good,w_800/uxhe9tlnfrnxu83sedym.avif)
[adidas: Instagram + Activations]
adidas Korea: Turning Offline Energy into Social Stories
For the past few seasons, I’ve been leading social for two adidas Korea Instagram channels — one for performance, one for Originals. My sweet spot is where brand, content, and operations meet: translating global assets and live events into local stories that actually resonate with people in Korea.
From marathons and product launches to private community events, I plan how each moment will live online before it happens offline. That means one-take interviews, story formats that fans love to tap through, and wrap-up content that keeps the buzz going long after the event is over.
This work has been about more than just posting:
it’s about building a system that keeps a global brand human, local, and consistent over time.
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![Cover image for [Airbnb: 2 Listings] Designing Stays That Guests Actually Wa...](https://media.contra.com/image/upload/q_auto:good,w_800/tx4zjnvefqxuziypilkd.avif)
[Airbnb: 2 Listings]
Designing Stays That Guests Actually Want to Rebook
Before working with big brands, I learned a lot about “experience design” by hosting.
I launched and managed two Airbnb listings from scratch — and treated them like tiny, living brands.
I handled everything from interior styling and photography to listing copy, pricing, and social media promotion. The goal was simple: make each stay feel so considered and warm that guests would both leave a great review and tell their friends. Over time, both listings reached Superhost status and maintained an average occupancy of over 90% per month.
It was a small operation, but it taught me something I still use every day:
details matter, and hospitality is one of the strongest forms of branding.
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![Cover image for [Disney+ Uncle Sam-sik Pop-up] From Screen to Street: Bringi...](https://media.contra.com/image/upload/q_auto:good,w_800/bebnfzndrqmrx7wjqdhe.avif)
[Disney+ Uncle Sam-sik Pop-up]
From Screen to Street: Bringing a Hit K-Drama into the Real World
When Uncle Sam-sik, a Disney+ original series, started gaining serious buzz, the question became: how do we keep that momentum going beyond the screen?
I worked as PM on an experiential pop-up that extended the drama’s world into a physical space. We designed a store that felt like stepping into the story, and paired it with a highly shareable hashtag event.
The result: tens of thousands of visitors, a strong participation rate in the SNS event, and coverage in lifestyle and branding media.
I love projects like this because they sit at the intersection of content, space, and community — all things I care deeply about.
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